Why You Should Seriously Be Celebrating Negroni Week

The week-long charity campaign is hosted by Imbibe Magazine and Campari.

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The Negroni is one part gin, one part sweet vermouth, and one part Campari, served on the rocks and garnished with an orange twist. This classic Italian drink boasts a bitter taste. Now, the cocktail is taking on a bigger meaning.

Photo courtesy of @mixedfeelingsllc on Instagram

Imbibe Magazine and Campari launched Negroni Week in 2013. The annual fundraiser takes place over the course of a week in early June and works to raise money for causes across the country. Participating bars donate a minimum of $1 per Negroni sold during the week to the charity of their choice.

During its first year, Negroni Week raised $10,000 through 120 venues. Last year, the campaign raised $321,000 in over 3,500 venues across 44 countries. Negroni Week is helping charities on a global scale as the campaign expands internationally. This year the effort is aiming to surpass last year’s numbers in both participating venues and money raised. So far bars have registered in 36 countries, including Australia, Cambodia, Israel, Nigeria and Japan.

In addition the impressive growth of the Negroni Week fundraiser, there is something else that makes it special this year: New Belgium is brewing a limited edition Negroni beer. The flavor profile of the beer is modeled after the Negroni recipe, down to the citrus twist. The ingredient list even includes cochineal bugs to give the beer the classic, vivid red color of the Negroni. The Negroni beer will be available on draft in select cities during Negroni Week.